In fact, I argue that the future of advertising, whatever the technology, will be to associate each brand with one word. This is one word equity. It's the modern equivalent of having the best site on the high street, except the location is in the mind.

Summary

This quote suggests that the future of advertising lies in associating a brand with a single word, thus creating a strong and memorable brand identity. Just like having a prime location on a busy street, this approach aims to secure a prominent position in the consumer's mind. By condensing the brand essence into one word, it becomes easier for consumers to recognize and recall the brand. This concept of "one word equity" highlights the significance of developing a distinct brand image in the competitive advertising landscape, where attention spans are short and memorable impressions are essential.

Topics